The Barbie Effect: Why Sales of Rosé Wine are on the Rise

Hands up if you have been bitten by the Barbie bug. If your wardrobe has slowly seen an influx of pink clothes, or your home has had a few whimsical touches added in the past few weeks, then you’re not alone. Blame Greta Gerwig, Margot Robbie and Ryan Gosling, and the Barbie film. Assuming you know what we are talking about, of course, and if you don’t, then where have you been? The film that everyone is talking about opened to immense critical and box office success on July 21st this year and exceeded all expectations. Barbie made a record-setting $155 million in box office sales in the U.S. and $337 million globally. Jeff Goldstein, the president of domestic distribution at Warner Bros., said about the film of the world’s most famous doll, “We have a pink unicorn here,” says. “We thought it would be $75 million for the opening weekend. Nobody saw $155 million coming.” 

Since that milestone opening weekend, the ‘Barbiecore’ trend is hard to miss. According to  CNBC, Barbie buzz is everywhere, and it’s not going to stop anytime soon. Everything from fashion to jewellery to underwear to home furnishings to pet clothes, and yes, even our favourite pink wine, is being added a little Barbie sparkle.

Unboxing the Barbie Effect: How a Doll Influences Wine Sales

Those who say Barbie say pink. But for those of us in the wine world, Rosé is not the traditional wine of choice for investors. A boxed wine with little or no interest in the financial market, Rosé is a wine to be drunk with lots of ice on a summer’s evening. But it looks like the Barbie movie, along with the iconic Barbie doll that has adorned the shelves of toy stores for generations, has unexpectedly found itself playing an unconventional role in the world of wine sales. A study conducted by Aldi revealed that sales of Rosé wine have experienced a considerable 35% boost, thanks to the Barbie Effect. The effect has not just been seen in the wine world; Autotrader, the UK’s biggest online car sales website, reported a huge 125% rise in searches for “pink Corvette”, such as our favourite doll’s. 

The connection may seem peculiar at first glance, but the truth lies in the resurgence of Rosé’s popularity among millennials and Gen Z. These generations have embraced the allure of Rosé as a symbol of elegance, sophistication, and enjoyment. The association with Barbie, a timeless figure of grace and style, has inadvertently made Rosé wine the drink of choice for those seeking to embrace a chic and contemporary lifestyle.

South Africa’s Rosé Renaissance: A Global Phenomenon

Rosé wine has become a global sensation, with several regions making their mark on the world stage. South Africa, in particular, has witnessed a Rosé renaissance, with its wines receiving international acclaim and garnering a dedicated following. In the United States, Rosé sales have reached record-breaking numbers, with wine enthusiasts opting for the pale-pink elixir for its versatility and refreshing appeal. The rise of Rosé wine sales in the US has been driven not only by the Barbie Effect but also by a growing appreciation for its food-pairing capabilities and its suitability for casual social settings.

From Toy Sales to Wine Sales: The Unexpected Influence

Interestingly, the Barbie Effect has not only impacted wine sales but has also sparked curiosity about Rosé wine among those familiar with the iconic doll. A Barbie movie released in recent years featured scenes where Barbie and her friends enjoy a glass of Rosé, further normalizing its consumption and highlighting its association with sophisticated leisure.

As a result of this unexpected connection, the hashtag #BarbieandRosé has become a social media sensation, with wine enthusiasts sharing their love for Rosé alongside Barbie dolls in creative photographs. This playful yet impactful trend has contributed to an increased interest in Rosé wine, making it a popular choice amongst both seasoned connoisseurs and novices alike.

The Rosé Champagne Investment Potential

While Rosé wine may not traditionally be considered an investment-grade wine, it’s important to note that certain Rosé champagnes can be an exception. Rosé champagnes, particularly vintage bottles from renowned champagne houses, have demonstrated the potential for substantial return on investment.

With the ever-growing popularity of champagne as a symbol of luxury and celebration, Rosé champagne has become a sought-after choice for collectors and investors alike. As the production of Rosé champagne is limited, and demand continues to rise, the value of these bottles has witnessed steady appreciation over time. 

Our beautiful Dom Perignon 2008 Rosé Luminous is the perfect example of how Rosé Champagne can indeed be an investible product. Crafted from the finest Pinot Noir and Chardonnay grapes, the exquisite Champagne exudes elegance and opulence. Investors should remember that 2008 marked a significant turning point for Dom Perignon Champagnes. It was the year when the two-part renovation of the red wine winery was completed, as well as the culmination of learning from a period of experimentation with different tools and techniques from 2000 to 2005. Chef de Cave Vincent Chaperon describes the wine as representing a ‘new era’, James Suckling gave it an astonishing 99/100 points and Antonio Galloni called it “mesmerising”. It was released in very small quantities in 2021 and has already gained around 66% in two years. And it’s pink!

Embracing the Barbie Effect: A Modern Twist on Wine Investment

The Barbie Effect has illuminated the dynamic nature of wine sales and the surprising factors that can drive trends in the wine industry. While Rosé wine may not have been perceived as a serious investment option in the past, its newfound popularity and association with contemporary lifestyle choices present unique opportunities for investors to explore.

Vindome recognizes the importance of staying ahead of trends and diversifying investment portfolios to capitalize on changing market dynamics. As a forward-thinking fine wine investment company, Vindome acknowledges the potential in Rosé champagnes and remains committed to providing its clients with innovative investment strategies.

As the popularity of Rosé wine continues to soar and star producers such as Brad Pitt and Kylie Minogue raise the profile of Rose, investors may find exciting opportunities within the realm of Rosé champagne. While not all Rosé wines are intended for investment, Rosé champagnes from select vintages and prestigious champagne houses can offer substantial returns on investment over time.

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